INTRODUCTION
Rationale
Metaphor, a figure of speech, is utilized so widely that sometimes it is used subconsciously According to Lakoff and Turner (1989:1), it is “omnipresent”,
Metaphors are essential tools in our daily lives, making complex concepts more accessible and helping us understand the world around us In cognitive linguistics, metaphors are recognized as fundamental to human thought, facilitating cross-domain mapping between a source domain and a target domain This process not only enriches our communication but also shapes our perceptions and understanding.
Metaphors play a crucial role in advertising, serving as a key element in effectively promoting products As a vital aspect of our daily lives, advertising utilizes conceptual metaphors to engage consumers Slogans, in particular, are powerful tools designed to capture attention and enhance the appeal of advertisements The effectiveness of these ads often hinges on the metaphors, images, or language employed, as a well-selected metaphor can significantly increase consumer interest and drive sales.
This study explores the use of metaphors in food and drink advertising slogans in English, with a comparative analysis to Vietnamese slogans By examining these metaphors from a cognitive perspective, the research aims to uncover the underlying meanings and strategies employed in these advertising messages.
Aim and objectives of the study
This study examines the metaphors employed in English food and drink advertising slogans, comparing them with their Vietnamese counterparts from a cognitive perspective The primary objectives are to analyze the use of metaphorical language and its impact on consumer perception in both languages.
- To identify and describe metaphors used in food and drink advertising slogans in English with reference to those in Vietnamese
- To find out similarities and differences in the use of metaphors in food and drink advertising slogans in English and those in Vietnamese.
Research questions
The study answers two research questions:
1) How are metaphors used in food and drink advertising slogans in English with reference to those in Vietnamese?
2) What are similarities and differences between metaphors used in food and drink advertising slogans in English and those in Vietnamese?
Research methods
The primary research method employed is descriptive, offering detailed insights into food and drink advertising slogans A qualitative approach is essential for developing the theoretical framework, analyzing the data, and forming conclusions Additionally, a quantitative method has been utilized for data collection and processing To identify the similarities and differences in metaphors used in food and drink advertising slogans, a contrastive analysis is conducted, comparing English and Vietnamese examples.
Scope of the study
This study focuses on a selection of 50 advertising slogans for food and drink products, comprising 25 in English and 25 in Vietnamese, collected from various sources between 2000 and 2015 Due to the limited scope of the research, it is not feasible to encompass all advertising slogans in both languages Consequently, only slogans featuring metaphorical expressions are included, while those lacking metaphorical concepts or outside the food and drink categories are excluded from analysis.
The use of metaphors in advertising slogans is extensive and varied, with a growing number of slogans introduced each year Therefore, a selective analysis of these metaphors is more effective than attempting a comprehensive overview.
Significance of the study
This study explores various metaphors used in English food and drink advertising slogans, with a comparative analysis of Vietnamese It aims to provide a comprehensive investigation that either supports or challenges existing theories on metaphors Notably, one theory posits that metaphors are inherent to words and represent a linguistic phenomenon, while another theory suggests that metaphors are rooted in concepts rather than in language itself.
Metaphors play a crucial role in social interactions by fostering intimacy and establishing connections based on shared experiences and interests In advertising, metaphorical expressions can effectively engage consumers, enhance their interest, and boost product appeal While existing research on metaphors in advertising is extensive, this study aims to assist advertisers and marketers in crafting more impactful slogans, while also offering insights for researchers, educators, and learners on cultural issues and communicative competence Collecting English and Vietnamese slogans may seem straightforward, but analyzing metaphorical expressions within these slogans from a cognitive perspective adds significant value to the research Additionally, contrasting the use of metaphors in both languages reveals important similarities and differences, further enriching the study's findings.
Organization of the study
Chapter 1: INTRODUCTION serves as an explanation for the reason why the study is conducted, and worth being carried out In addition, the study also states a brief account of relevant information including the rationale, aim and objectives, research questions, research methods, scope, significance, and organization of the study
Chapter 2: LITERATURE REVIEW begins by stating the definition of metaphor, the typical classification of metaphor by Lakoff and Johnson This is followed by other ways of meaning transference and advertising slogans This chapter also reflects different previous studies of metaphors in advertising
Chapter 3: RESEARCH METHODOLOGY refers to the research approach used in the study and the methods of collecting and analyzing data to help the researcher achieve the best results in the study
Chapter 4: METAPHORS IN FOOD AND DRINK ADVERTISING SLOGANS describes and analyzes metaphors used in slogans in English from cognitive perspective with reference to those in Vietnamese
Chapter 5: FINDINGS AND DISCUSSION presents main findings and discussion
Chapter 6: CONCLUSION summarizes main findings and provides the implications of the study to the creating process of advertising slogans in general and food and drinks slogans in particular, limitations, and some suggestions for further studies
To sum up, chapter 1 explains for the reason why the study is conducted, and worth being carried out The study also states a brief account of relevant information.
THEORETICAL BACKGROUND AND LITERATURE
Definitions of metaphor
Metaphor expressions abound in most aspects of life, such as in daily conversations, in literature, and in advertising There are several definitions of metaphors
Aristotle was the first to offer a scholarly analysis of metaphors, defining them as the act of assigning a name to one thing that actually belongs to another This transference can occur in various ways: from genus to species, species to genus, species to species, or based on analogy.
I.A Richards, in his works from 1929, 1936, and 1938, introduced terminology that remains relevant in contemporary discussions of metaphors He defined a metaphor as consisting of two components: the topic, which is the subject being discussed, and the vehicle, which is the term used metaphorically to convey meaning.
These two terms have a relationship called ground (Gibbs 1994: 211)
A metaphor is a figure of speech that describes one subject by asserting its similarity to another unrelated object, highlighting a specific point of comparison It serves as a type of analogy and is closely linked to other rhetorical devices such as allegory, hyperbole, and simile, all of which utilize association, comparison, or resemblance to create meaning.
Metaphors involve two related terms that share similarities, yet their primary function is often perceived as merely decorative in language use.
Traditional concept can be briefly characterized by pointing out five of its most commonly accepted features
- Metaphor is a property of words; it is a linguistic phenomenon
- Metaphor is used for some artistic and rhetorical purpose, such as when Shakespeare writes “all the world’s a stage”
- Metaphor is based on resemblance between the two entities that are compared and identified
Metaphor is a purposeful and skillful use of language that requires a unique talent to execute effectively Mastery of metaphors is often found among exceptional poets and articulate speakers, who can convey complex ideas with elegance and depth.
Metaphor is often viewed as an optional figure of speech, utilized primarily for special effects rather than being an essential component of daily human communication.
Galperin (1981) defines metaphor as a relationship between dictionary meanings and contextual interpretations, rooted in the similarities between two corresponding concepts Metaphors are crucial in shaping our everyday realities.
In cognitive linguistics, metaphor is understood as a means of comprehending one conceptual domain through another, where a concrete source domain elucidates an abstract target domain Lakoff and Johnson (1980) describe metaphor as a systematic way of conceptualizing experiences, emphasizing its cognitive underpinnings and the impact it has on our perceptions They assert that metaphor is pervasive in everyday life, fundamentally shaping human thought processes (Lakoff & Johnson, 2003).
Metaphor is fundamental to our thinking, influencing both our thoughts and actions It serves as a primary mechanism for mapping concepts from one domain to another, allowing us to apply language and inference patterns from a source domain to understand a target domain Consequently, while language is important, it is the underlying metaphorical process that shapes our understanding and structures our cognition.
In short, Lakoff and Johnson challenged the deeply entrenched view of metaphor by claiming that:
- Metaphor is a property of concepts, and not of words
- The function of metaphor is to better understand certain concepts, and not just some artistic or esthetic purpose
- Metaphor is often not based on similarity
- Metaphor is used effortlessly in everyday life by ordinary people, not just by special talented people
- Metaphor, far from being a superfluous though pleasing linguistic ornament, is an inevitable process of human thought and reasoning
- Lakoff and Johnson showed convincingly that metaphor is pervasive both in thought and everyday language
This study explores metaphor through the definitions provided by Galperin and Lakoff Galperin's approach focuses on identifying words and expressions that signify metaphor through similarity associations, while Lakoff's framework aids in examining the conceptual schemata of metaphor across various life aspects and genres.
Classification of metaphor
Metaphors can be classified in various ways, but a cognitive perspective, particularly that of Lakoff and Johnson, offers a clear framework They categorize metaphors into three main types: conceptual metaphors, which include ontological, structural, and orientational metaphors; mixed metaphors; and new metaphors This classification enhances our understanding of how metaphors function in language and thought.
In cognitive linguistics, a conceptual metaphor involves understanding one idea (the target domain) through another (the source domain), summarized as “Conceptual domain (A) is conceptual domain (B)” (Kửvecses 2002: 4) The source domain provides metaphorical expressions to comprehend the more abstract target domain, with the source typically being more concrete For instance, the metaphor “Life is a journey” illustrates how the concrete concept of a journey (source domain) helps to elucidate the abstract idea of life (target domain) While this metaphor may not be explicitly stated in daily conversation, it manifests through various metaphorical linguistic expressions (Kửvecses 2002: 3).
He‟s without direction in life
I‟m where I want to be in life
I‟m at a crossroad in my life
Metaphor transfers meaning by mapping a source domain onto a target domain, establishing systematic correspondences between their elements For instance, in the conceptual metaphor "Life is a journey," there exists a clear set of mappings that illustrate how aspects of life can be understood through the framework of a journey (Kửvecses 2002:6).
Life is a journey where travelers represent individuals navigating through existence, accompanied by friends who support them along the way Guides symbolize those who offer valuable advice, helping to shape our paths from the moment of birth The distance covered reflects the myriad events experienced, while obstacles encountered highlight the difficulties faced throughout life Different roads signify the various choices we make, leading us to diverse destinations and stops that represent our goals and achievements Ultimately, the end of this journey is death, marking the conclusion of our unique experiences.
It can be seen from the example above that the constituent elements of the conceptual domain “Journey” are in systematic correspondence with constituent elements of the conceptual domain “Life”
Metaphorical entailments are a key feature of conceptual metaphors, arising when extensive knowledge about a source is applied to a target (Kửvecses 2002: 94) For instance, in the metaphor "An argument is a journey," the idea that a journey occurs along a road parallels the progression of an argument, while also incorporating the understanding that one can deviate from the main route.
Lakoff and Johnson (1980, 2003) identify three categories of conceptual metaphors: ontological metaphor, structural metaphor and orientational metaphor 2.2.1.1 Ontological metaphor
Ontological metaphors can also be understood as entity and substance metaphors (Lakoff and Johnson 2003:26) It is is perceived as a metaphor in which
Abstraction, including activities, emotions, or ideas, can be represented as concrete entities like objects or people, allowing us to categorize and qualify them (Lakoff and Johnson 2003:26) For instance, the metaphor "Inflation is an entity" illustrates how we conceptualize inflation, enabling us to refer to and qualify it in various contexts (Lakoff and Johnson 2003:27).
Inflation is lowering our standard of living
Inflation is hacking us in to a corner
Human thoughts and characteristics are among the most relatable physical entities, leading to the personification of various abstract concepts This personification acts as an extension of ontological metaphors, where human traits are attributed to nonhuman entities For instance, the metaphor "Inflation is an entity" can be rephrased as "Inflation is a person," illustrating how abstract ideas can be understood through human-like representations (Lakoff and Johnson, 2003).
Inflation has attacked the foundation of our economy
Our biggest enemy right now is inflation
Ontological metaphors can be categorized into two main types: container metaphors, where concepts have an inside and outside and can hold something, and entity metaphors, where abstractions are depicted as concrete objects or personified beings Another subtype is the substance metaphor, which represents abstract entities like ideas, emotions, or events as solid materials These classifications highlight the various ways ontological metaphors illustrate complex concepts through relatable imagery.
Life feels devoid of purpose for him, akin to an empty container Her self-esteem is delicate, resembling a fragile entity Inflation is gnawing away at our profits, personifying the economic strain we face The race showcased an abundance of impressive performances, highlighting the substance of talent on display.
Structural metaphors involve framing one concept through the lens of another, providing a rich framework of understanding (Lakoff and Johnson, 2003) The source domain imparts structural knowledge that aids in comprehending the target concept, as the elements of the source are conceptually mapped onto those of the target (Kửvecses, 2002) For instance, this mapping process facilitates deeper insights into the target by utilizing familiar structures from the source.
We can‟t turn back now
I don‟t think this relation is going anywhere
Here, love is structured according to journey and we can get the following mappings in this metaphor:
Source: Journey Target: Love travelers → lovers vehicle → relationship destination → goal obstacles → difficulties speed → intensity forward → growth
Our understanding of love is fundamentally shaped by structured metaphors, which play a crucial role in how we conceptualize and visualize this complex emotion Without these metaphors, grasping the essence of love would be challenging.
According to Lakoff and Johnson (2003: 14), orientational metaphor
Orientational metaphors organize a system of concepts that relate to spatial orientation, including dimensions such as up-down, in-out, and front-back These metaphors create coherence within our conceptual framework, often referred to as "coherence metaphors." By providing spatial orientation to concepts, upward orientations may signify positivity or advancement, while downward orientations often represent negativity or regression.
“Happy is up”; “Sad is down”: I‟m feeling up today He‟s really low these days
“Good is up”; “Bad is down”: Things are looking up Things are at an all-time low
Mixed metaphors, as defined by Lakoff and Johnson (1980), occur when different metaphors appear within the same utterance, particularly in a single sentence, to convey a shared concept They can be categorized into impermissible mixed metaphors, which conflict due to serving different purposes, and permissible mixed metaphors, which align and support a common goal While mixed metaphors often lead to conceptual conflicts, this is not always the case.
The article explores the use of argument metaphors, specifically the journey and container concepts The initial sentences effectively illustrate these metaphors, while the concluding sentences are less clear in their presentation Overall, the discussion highlights the nuances of how arguments can be perceived and structured.
At this point our argument doesn‟t have much content
In what we‟ve done so far, we have provided the core of our argument
If we keep going the way we’re going, we‟ll fit all the facts in
We can now follow the path of the core of the argument
The content of the argument proceeds as follows…
Metaphors are a fundamental aspect of linguistic creativity, often viewed as either essential or as deviating from normal usage (Ortony 1993: 2) In creative contexts like literature, advertisements, and films, metaphors tend to be more innovative and original compared to those in everyday language According to Lakoff and Johnson, these creative metaphors provide fresh insights into our experiences, reshaping our understanding of the past, daily activities, and beliefs.
Metaphor versus other ways of meaning transference
Galperin (1981) gives the comparison between simile and metaphor Both similes and metaphors link one thing to another A simile is a comparison using
“like” or “as” while functional words like “like” or “as‟‟ are ellipses in metaphors
Metaphors establish a direct relationship between concepts, inviting deeper imagination, while similes compare using "like" or "as." In Vietnamese, similes are expressed with words such as "là," "như," "giống như," "tựa như," "như là," and "như thể."
Simile: “Life is like a journey”
Lakoff and Johnson (1980) differentiate between metaphor and metonymy as distinct cognitive processes Metaphor involves understanding one concept through the lens of another, while metonymy primarily functions as a referential tool, where one entity represents another Beyond its referential role, metonymy also enhances comprehension, contributing to a deeper understanding of relationships between concepts.
Galperin (1981) defines metaphor as a stylistic device that identifies two objects, while metonymy involves the substitution of one object for another A key distinction is that metaphor suppresses an idea, whereas metonymy combines ideas In essence, metaphor serves to substitute and condense, while metonymy focuses on combination and displacement.
Advertising slogans
2.4.1 Definitions of slogans and adverting slogans
According to Longman Dictionary of Contemporary English (1995: 1349),
“a slogan is a short easily-remembered phrase used by an advertiser, a politician, etc.”
A slogan is a catchy motto used across various contexts, including politics, commerce, and religion, serving as a memorable expression of an idea or purpose In advertising, a slogan acts as a verbal logo, typically positioned near the brand name or product logo Essentially, it condenses the core message of the advertisement, making it the first thought that comes to consumers' minds when they think of the product.
A slogan, as defined by Whittier (1958: 11), should encapsulate a significant merit of a product or service, making it worthy of repeated advertising It should be memorable for the public and crafted in a way that enhances recall.
An advertising slogan is a distinctive phrase associated with a brand or company, encapsulating a "big idea" that conveys the essence of the product in a concise manner It unifies all elements of an advertising campaign and highlights the product's uniqueness and values To be effective, a slogan must capture attention, be memorable, and remain brief.
According to Abreu et al (2005: 42), slogans can be used for the following general purposes:
- To express especially the main advantage of the product
- To identify clearly the advertised product
- To attract the addressee‟s attention
A slogan often accompanies a product's logo to ensure that customers can grasp the brand's message even if they overlook the advertisement For instance, in printed advertisements, slogans frequently appear alongside logos, as exemplified by KFC.
To effectively convey the key message of an advertisement, it is essential for readers to notice both the logo and the accompanying slogan prominently displayed in the paper This strategic positioning allows advertisers to capture attention and communicate their core message efficiently.
Previous studies of metaphor in advertising
Due to the interdisciplinary nature and the massive exploitation of metaphors in advertising, quite a vast amount of research has been so far carried out Below are some examples
Elizabeth M Anderson's 1998 research on metaphor in online advertising reveals valuable insights for advertisers seeking to enhance their digital presence The study identifies the most prevalent metaphors used in online advertising during that time, highlighting that verbo-pictorial, clickable, and working metaphors are the most effective and pose the least risk to advertisers Additionally, it distinguishes between metaphor usage on shopping versus non-shopping websites, examining the factors that contribute to these differences However, the research notes that metaphors and their subtypes in online advertising possess unique characteristics and analytical approaches, and it does not include comparisons or references to other languages.
In a 2009 study conducted by Chennan Yu from Kristianstad University College, the use of metaphors in food advertising slogans was thoroughly analyzed The research highlights various conceptual metaphors and creative metaphorical expressions that enhance the effectiveness of food marketing strategies.
This article explores 20 English slogans and examines the reasons behind their prevalence compared to slogans in other languages While the study identifies the source domain of these slogans, it lacks clarity in its methodological approach and does not provide a detailed analysis of the data.
In her 2010 study, Nguyen Thi Chi Mai examined metaphorical expressions in English advertising slogans through a semantic lens, highlighting the prevalent use of various metaphor types in the advertising sector The research revealed that ontological metaphors are particularly favored by advertisers, detailing the target and source domains along with the conceptual meanings behind each slogan By analyzing the strengths and weaknesses of different metaphor types, the study categorized slogans to identify the most effective metaphors for specific product classifications However, it primarily focused on a semantic approach without comparing or referencing Vietnamese advertising slogans.
Bui Thi Kim Ngan (2012) conducted a descriptive analysis of the linguistic features in English advertising slogans for food and drink products, focusing on a semantic approach The study examined 112 English slogans from print advertisements, analyzing phonological, lexical, syntactic, and semantic aspects to identify key linguistic characteristics Notably, the analysis did not include Vietnamese slogans, limiting comparisons between the advertising language of the two languages.
Chapter 2 provides a theoretical foundation for this thesis by exploring the concept of metaphor, including its various types and subtypes, as well as alternative methods of meaning transference It also examines the purposes of advertising slogans and reviews previous studies on metaphors in advertising The primary focus is on the use of metaphors in food and drink advertising slogans in English, analyzed from a cognitive perspective, with comparisons to Vietnamese metaphors.
RESEARCH METHODOLOGY
Research approaches
Descriptive method is mainly used “to describe systematically the facts and characteristics of a given population or area of interest, factually and accurately”
Research plays a crucial role in describing naturally occurring phenomena and understanding their current status, as noted by Isaac and Michael (1981) This approach allows researchers to accurately depict "what exists" in relation to various variables or conditions (Seliger and Shohamy, 1989) A variable, defined by Creswell (2005), is a measurable characteristic or attribute of individuals or organizations that varies among those being studied.
Descriptive research is ideal for this study as it effectively captures the meanings behind food and drink advertising slogans According to Wisker (2001), the primary purpose of this research approach is to gain deeper insights into a phenomenon while providing detailed information.
The qualitative method aims to explore the conceptual metaphors present in English food and drink advertising slogans, with a reference to Vietnamese According to Shank (2002), qualitative research is a systematic and empirical inquiry into meaning, characterized by a planned and public approach that adheres to established rules within the research community This inquiry is grounded in real-world experiences, focusing on how individuals interpret their experiences Denzin and Lincoln (2000) further emphasize that qualitative research employs an interpretive and naturalistic approach, seeking to understand phenomena through the meanings people attribute to them.
In their influential book "Metaphors We Live By" (1980), Lakoff and Johnson demonstrated that metaphors play a crucial role in shaping our understanding and interaction with the world They highlighted that metaphors are so prevalent in our language that we often overlook their presence, despite their significant impact on our perception.
The quantitative method is employed to analyze the frequency of concepts, types, and subtypes of metaphors found in food and drink advertising slogans Additionally, this thesis utilizes contrastive analysis to identify both similarities and significant differences between the metaphors used in English and Vietnamese food and drink advertising slogans.
Research samples
This research primarily utilized English slogans sourced from the reputable UK website adslogans.co.uk, known for its extensive database of globally recognized advertising slogans across various sectors, including food, fashion, travel, and technology The selection of this site was due to the accessibility of its vast collection, most of which feature slogans from English-speaking countries like the UK and the US This focus on English language slogans is significant, as it reflects the importance of language in advertising and offers insights into advertising language trends Furthermore, the prevalence of English as an international language underscores its role in translating slogans from other languages, making this analysis particularly relevant.
The website organizes advertising slogans by decade, featuring a comprehensive list that includes brand names, products, advertising media such as television, outdoor, print, and radio, along with the year and location of each advertisement This structured categorization facilitates researchers in narrowing their study's focus and selecting the most relevant slogans for analysis.
- Textart Database (2015) [Online] Available from: http://www.textart.ru/database/slogan/list-advertising-slogans.html [Accessed November 2015]
- Wikipedia (2015) [Online] Available from: http://en.wikipedia.org/wiki/Main_Page [Accessed November 2015]
- Google (2015) [online] Available from: http://www.google.com [Accessed November 2015]
All the advertising slogans chosen for the research in the websites were supposed to fulfill the criteria hereafter:
- Being an advertising slogan for a food or drink product (e.g., cereal, soup, beer, milk.)
The study focuses on 50 food and drink slogans prominently featured in English-speaking countries, particularly the UK and the US, as well as in Vietnam These slogans were evenly categorized between food and drink, allowing for a comprehensive analysis As detailed in Table 3.1, the selected advertising slogans span a diverse range of food and drink sub-categories, providing the researcher with a wealth of information for the study.
Categories and Sub-categories Slogans in
Food: including baby foods, biscuits, cereals, pizzas, cheese, soup, sauce, bread, milk, sandwiches, snack foods, and noodles
Drinks: including alcoholic drinks (beers, wines, and coffee) and non-alcoholic beverages (soft drinks, energy/sports drinks, mineral water, and tea)
Table 3.1: Information on food and drink advertising slogans used for research analysis
Data collection procedures
The procedures of data collection involved three following phases
Phase 1: Advertising slogans for food and drink products were collected from the
Phase 2: A selection was carried out basing on the preset criteria The ones that did not contain metaphorical linguistic expressions were left out
Phase 3: 50 food and drink slogans (25 slogans in English and 25 slogans in Vietnamese) were chosen for analysis.
Data analysis procedures
After 50 slogans for food and drink products are collected, they are identified and categorized into four groups, according to their target domain, source domain, and metaphorical concept: “Life is an entity/substance”, “Feeling/Desire is an entity/substance”, “States/ Characteristics are locations”, and “The product is an entity/substance”
The research procedure involves several key methods: initially, a descriptive method is employed to elucidate the meanings and ideas behind metaphorical expressions Subsequently, qualitative methods are utilized to analyze the data, followed by quantitative methods to collect and process data, measuring the frequency of various categories and sub-categories such as target domains, food and drink subtypes in slogans, types of metaphors, and conceptual metaphor subtypes Finally, a contrastive analysis is conducted to identify similarities and differences between English and Vietnamese food and drink advertising slogans.
Chapter 3 outlines the study's methodology, primarily employing the descriptive method, alongside qualitative and quantitative approaches, as well as contrastive analysis It details the data sources, research samples, and the procedures for data collection and analysis.
METAPHORS IN FOOD AND DRINK ADVERTISING
This chapter explores metaphors in English advertising slogans for food and drink products, analyzing them from a cognitive perspective and comparing them to their Vietnamese counterparts The study classifies 50 slogans into four categories based on their target domain, source domain, and metaphorical concept: "Life is an entity/substance," "Feeling/Desire is an entity/substance," "States/Characteristics are locations," and "The product is an entity/substance."
4.1 “Life is an entity/substance”
Advertising slogans often utilize the concept of "life" as an entity to persuade consumers that their products enhance life quality This strategy taps into a fundamental ontological metaphor, specifically "Life is an entity/substance." In section 4.1, 24% of the English slogans analyzed—6 out of 25—reflect this metaphor, while in Vietnamese, 5 out of a similar number also convey this conceptual framework.
Metaphor with target domain “life” used in slogans in English is analyzed as follows
1e) The Coke Side of Life (Coca-Cola, 2006) 2e) Live on the Coke Side of Life (Coca-Cola, 2009)
Slogans 1e and 2e are from one of the world‟s most famous soft drink brands, Coca-Cola As can be seen, the metaphorical linguistic expression “the
The slogan "Coke Side of Life" emphasizes that Coca-Cola enhances life by presenting it as a multifaceted experience The term "life" is portrayed as an undefined entity with contrasting aspects: the positive and the negative Coca-Cola is positioned as a transformative force that highlights the brighter side of life Advertising slogans aim to convey uplifting messages, suggesting that the "Coca side of life" represents the optimistic and joyful moments we cherish.
In 2009, the slogan was enhanced with the phrase "live on," emphasizing the concept of life as an object with a surface where people exist This notion connects to a prevalent metaphor that associates upward orientation with energy, consciousness, and vitality, while downward orientation relates to sleep and death The slogan effectively conveys a positive message, suggesting that life with Coca-Cola is enjoyable and filled with happiness.
In the following three slogans, the abstract concept of “life” is also conceptualized as a physical substance However, the difference is that a concrete source concept “food” is introduced
3e) Life tastes good (Coca-Cola, 2001) 4e) Progresso A taste of the good life! (Progresso soup brand, 2000) 5e) Earth Grains Discover a healthier slice of Life! (Earth Grains bread, 2000)
In slogans 3e and 4e, the term "taste" functions both as a verb and a noun, highlighting our ability to eat and experience various flavors of food This concept extends to viewing "life" as something that can be savored, offering a diverse array of experiences akin to different tastes.
Slogans 3e and 4e convey both literal and metaphorical meanings related to taste Slogan 3e presents a straightforward message, suggesting that drinking Coca-Cola enhances life In contrast, slogan 4e, "Progresso A taste of the good life," implies a more nuanced interpretation, where "life" relates to food, positioning Progresso as synonymous with the good taste of life This slogan effectively combines two metaphors, emphasizing that the product embodies taste while also representing a broader concept of quality living.
In slogan 5e, the word "slice" reinforces the metaphor "Life is bread," emphasizing that life, like a loaf of bread, consists of various slices representing different aspects and experiences Each slice symbolizes unique qualities, suggesting that Earth Grains embodies a healthy component of life By incorporating Earth Grains into one's diet, consumers can enhance their own well-being, making healthiness an integral part of their lives.
The following slogan is used by McDonald‟s, one of the world‟s biggest fast food restaurant chains
This slogan is particularly creative and worth analyzing for it combines both metonymy and metaphor, and metaphor is realized through the usage of metonymy
The term "Mac" refers to McDonald's iconic Big Mac hamburger, which is primarily a noun but is creatively used as a verb in the slogan, suggesting two interpretations: "Eat your day like eating the Big Mac" or "Turn your day into a Mac." This clever use of conceptual metonymy, where the object involved in an action represents the action itself, implies that "day" is metaphorically viewed as food, specifically the Big Mac The slogan capitalizes on the satisfaction people feel when enjoying a hearty hamburger, aligning with the advertisers' intention to evoke a sense of fulfillment.
When you want to feel the pleasure or satisfaction of your day, you can eat at McDonald‟s
With reference to those in Vietnamese, metaphors denoting “Life is an entity/substance” can also be found in the following slogans
1v) Một phần tất yếu của cuộc sống (Lavie, 2000) 2v) Trà xanh không độ - Giải nhiệt cuộc sống (0 0 green tea, 2006)
3v) Cho mỗi ngày tràn đầy sức sống (Plusssz, 2010) 4v) Để sức sống tràn đầy, Plusssz multi mỗi sớm (Plusssz Multivitamin, 2010) 5v) Phong độ của ngày mai (NUVI milk, 2012)
Slogan 1v comes from Lavie, one of popular drink brands in Vietnam
The concept of "Life" is presented as a complex entity with multiple facets, highlighting Lavie as a crucial element for human survival Just as water is essential for life, Lavie emerges as a viable choice to sustain humanity This ontological metaphor effectively conveys the idea that life encompasses various dimensions, emphasizing the importance of Lavie in our existence.
The slogan for 0 0 green tea conveys two key ideas: first, it likens "life" to a substance that can be adjusted in temperature, suggesting that it can be both invigorating and calming This conceptual metaphor highlights the notion that life can be enhanced through the right choices Secondly, the product is personified as a refreshing entity that alleviates stress and promotes relaxation Ultimately, the message emphasizes that drinking 0 0 green tea is an effective way to reduce stress and enhance overall comfort and well-being.
In slogans 3v and 4v, "life" is depicted as a liquid substance or an object that can be contained in various vessels, such as boxes or vases When a vase overflows with life, it symbolizes an abundance of energy that can spill over This metaphor emphasizes the dynamic and vibrant nature of life as a source of vitality.
Plusssz and Plusssz Multivitamin everyday can make us healthier, stronger, and more active
In slogan 5v, “day” is conceptualized as an entity, and we can imagine
“Tomorrow is a man” It has its own characteristics and style and it can become gentle and attractive like a man “Today” is a normal and casual man, but
“Tomorrow” becomes a gentle and attractive man thanks to NUVI milk
Consumers will be better, gentler, and more attractive if they drink NUVI milk from now on
4.2 “Feeling/Desire is an entity/substance”
Advertising slogans often target "human feelings and desires," suggesting that products can enhance emotional well-being In an analysis of 25 English slogans, 32% utilized the metaphor of "Feeling/Desire as an entity/substance," while this figure rose to 60% in Vietnamese slogans.
In English, 8 slogans using “feeling/desire” as target domains are analyzed as follows:
7e) Put a smile on (McDonald‟s, 2002) 8e) Unwrap a smile (Little Debbie snack cakes, 2000) 9e) Open Happiness (Coca-Cola, 2009)
10e) Real taste, Uplifting refreshment (Coca-Cola, 2009) 11e) Obey your thirst (Sprite, 2000)
12e) Your cup of inspiration (Nescafe blend, Nescafe instant coffee brand, 2000) 13e) Feed your inner child (McDonald‟s, 2005)
14e) Make up your own mind (McDonald‟s, 2006)
Slogan 7e employs a conventional conceptual metaphor by equating the abstract idea of a "smile" with a tangible entity, suggesting that customers will leave McDonald's with a smile This metaphor aligns with common expressions like "wear smiles," where the source domain is clothing, illustrating how language often links emotions to physical representations.
In slogans 8e and 9e, the metaphor of "Smile/Happiness as an entity" is creatively developed, presenting "smile" and "happiness" as tangible items contained within a parcel or box, inviting the notion of unwrapping or revealing joy.
Slogan 8e conveys that snack cakes, often packaged in boxes, offer a "smile" that customers experience upon unwrapping the product Similarly, slogan 9e suggests that opening a Coca-Cola bottle releases happiness, emphasizing that joy is contained within the beverage Both slogans highlight the delightful experience of unveiling happiness through their products.
FINDINGS AND DISCUSSION
Subtypes of food and drink in English advertising slogans with reference to
Sub-types of food and drink
Slogans in English Slogans in Vietnamese
Fast foods (baby foods, biscuits, cereals, pizzas, cheese, soup, sauce, …)
Table 5.1: Subtypes of food and drink used in 25 advertising slogans in English and those in Vietnamese
Table 5.1 compares the subtypes of food and drink featured in 25 advertising slogans in English and Vietnamese The data reveals that fast food dominates English slogans, comprising 56% of the examples, while Vietnamese slogans include only one fast food item, representing just 4% Additionally, popular foods in Vietnam, such as milk and instant noodles, are absent from the English slogans This discrepancy likely stems from differing beliefs, values, and culinary cultures between Vietnam and English-speaking countries Furthermore, the rapid advancement of industry and technology, along with work-related pressures and personal habits, influences food preferences in English-speaking regions.
In the US and the UK, busy lifestyles often lead to a reliance on fast food, making it a convenient choice for many In contrast, Vietnamese culture places a strong emphasis on cooking and meal preparation, with families often taking the time to enjoy home-cooked dishes Fast food is less favored among Vietnamese people Additionally, milk is a staple for children in Vietnam, readily available in local markets Furthermore, beverages such as beer and coffee are widely consumed in Vietnam and across the globe.
Target domains in English food and drink advertising slogans with reference to
Target domains Slogans in English Slogans in Vietnamese
Table 5.2: Target domains used in food and drink advertising slogans in English and in those in Vietnamese
Table 5.2 illustrates the target domains utilized in food and drink advertising slogans in both English and Vietnamese Notably, both languages feature target domains like "Life" and "Feeling/Desire," highlighting the emotional appeal in advertising strategies This comparison underscores the similarities in how these slogans resonate with consumers across different cultures.
“States/Characteristics”, or “Product” are used and conceptualized as
In analyzing the use of slogans across different languages, it is evident that while "Entity/Substance" and "Locations" are prevalent source domains, target domains like "States/Characteristics" are less common English slogans show a balanced use of target domains such as "Life," "Feeling/Desire," and "Product," with 6, 8, and 9 occurrences respectively In contrast, Vietnamese slogans predominantly emphasize the "Feeling/Desire" domain, comprising 15 slogans and accounting for 60% of the total This trend suggests that Vietnamese advertisers focus more on consumers' emotions and desires, likely influenced by cultural factors that prioritize feelings and beliefs in purchasing decisions Consequently, Vietnamese consumers may be swayed by appealing language, leading them to purchase unnecessary products Conversely, consumers in English-speaking countries, particularly the US and UK, tend to adopt a more pragmatic approach, prioritizing the necessity of products in their purchasing choices.
Types of metaphors in English food and drink advertising slogans with
Conceptual metaphors Mixed metaphors New Metaphors
Number Percentage Number Percentage Number Percentage English slogans 17 68.0 0 0.0 8 32.0
Table 5.3: The general frequency of each metaphor type in the whole 25 food and drink advertising slogans in English and those in Vietnamese
Table 5.3 reveals a strong preference for conceptual metaphors in advertising slogans, with 68% of English slogans and 84% of Vietnamese slogans employing this technique In contrast, mixed metaphors are present in 32% of Vietnamese slogans and 16% of English ones Notably, the number of new metaphors in English slogans is double that found in Vietnamese Despite the limited number of new metaphors, the prominence of conceptual metaphors in food and drink advertising slogans is clear, indicating their prevalent use in both languages Slogans that incorporate figurative language tend to be more appealing Although many English slogans have been in circulation for a longer time, innovative metaphorical expressions are increasingly common This trend may be attributed to better access to media, technology, and consumer insights in English-speaking countries compared to Vietnam.
The following sections provide more details of subtypes of metaphor used in the slogans
5.3.1 Conceptual metaphor in food and drink advertising slogans
Percent- age Structural Percent- age
Table 5.4: The frequency of each sub-types of Conceptual metaphor in food and drink advertising slogans in English and in Vietnamese
Table 5.4 illustrates the distribution of conceptual metaphor sub-types across different groups Out of 17 English slogans utilizing conceptual metaphors, 14 slogans (82.3%) employ ontological metaphors, while 2 slogans (11.8%) use structural metaphors, and only 1 slogan (5.9%) features an orientational metaphor Additionally, a total of 21 conceptual metaphors are analyzed in the study.
The article presents 25 Vietnamese slogans, with 20 slogans representing 95.2%, 1 slogan accounting for 4.8%, and none at 0.0% Notably, ontological metaphors constitute the majority in both English and Vietnamese slogans.
Ontological metaphors are frequently utilized because they offer a less detailed cognitive structure for abstract concepts compared to structural metaphors Their primary function is to assign an ontological status to broad categories of abstract ideas, allowing us to perceive experiences as objects, substances, and containers without needing to define them precisely This enables a clearer understanding of concepts, even when the underlying structure is minimal or absent.
Conceptual metaphors are the most commonly utilized type by advertisers and marketers, with the prevalent concept being "Life is an entity/substance." This approach effectively conveys complex ideas in a relatable manner, enhancing the impact of promotional slogans.
“Feeling/Desire is an entity/substance” in ontological metaphor,
Incorporating structural metaphors, such as "Locations/Characteristics are locations," and personification, like "The product is an entity/substance," enhances brand connection by attributing personal traits to products This approach fosters a sense of familiarity and closeness between customers and the brand, ultimately boosting the effectiveness of advertisements and increasing sales potential.
5.3.2 New metaphor in food and drink advertising slogans
Table 5.5: The frequency of each sub-types of New metaphor in food and drink
Table 5.5 reveals a significant prevalence of English and Vietnamese slogans, with 62.5% and 100% respectively The lack of context appears to be a primary reason for the differing interpretations of these slogans While Vietnamese slogans tend to be straightforward, three English slogans demonstrate a combination of extension and elaboration Key factors such as advertising technology, promotional strategies, media channels, market dynamics, and customer service play crucial roles in enhancing the effectiveness of message delivery by advertisers and marketers.
Chapter 5 addresses two key research questions regarding the use of metaphors in English and Vietnamese slogans It reveals that metaphors are prevalent in both languages, where one conceptual domain is understood through another The chapter categorizes various types and subtypes of metaphors and discusses the similarities and differences between English and Vietnamese slogans based on three main criteria: subtypes related to food and drink, target domains, and metaphor types.
CONCLUSION
Summary
The study analyzes 50 slogans, comprising 25 in English and 25 in Vietnamese, categorizing them into four distinct groups It explores the target domain, source domain, and metaphorical concepts present in these slogans Notably, all slogans exhibit conventional and conceptual meanings within their metaphorical expressions, highlighting the confusion between new conventional metaphors, mixed conventional metaphors, and traditional conceptual metaphors The research addresses two key questions, revealing that metaphor is an essential aspect of human cognition and communication, often utilized unconsciously in everyday language In the realm of English advertising for food and drink products, metaphors are both prevalent and effective, with a cognitive linguistic perspective defining them as a means of understanding one conceptual domain through another, such as interpreting abstract concepts like "life."
The concept of "feeling/desire" is often represented through tangible sources like "entity" or "substance." Advertising slogans encapsulate various product attributes into distinct entities and objects, leading to multiple interpretations due to their brevity and lack of context While different individuals may perceive these slogans differently, their primary aim is to convey positive messages to consumers.
Conceptual metaphors play a significant role in food and drink advertising slogans in both English and Vietnamese, often using more concrete concepts to convey abstract ideas and engage consumers The most prevalent type of metaphor identified in the analyzed slogans is ontological metaphor, with personification also being a key element Notably, the study found no instances of mixed metaphors among the slogans Many everyday metaphors are creatively extended and combined in these advertisements However, cultural differences, particularly in culinary traditions, lead to variations in the items promoted and the frequency of metaphorical domains used For instance, while fast food features prominently in English slogans, Vietnamese slogans often highlight milk and noodles Common target domains in these slogans include "life," "feeling/desire," and "product," demonstrating how abstract concepts are frequently linked to more tangible elements like food.
English, “feeling/desire” is the most widely used target domain in slogans in
Vietnamese In new metaphor, combining is the most popular subtype both in slogans in English and in Vietnamese ones, especially in Vietnamese ones
The study confirms that language is integral to cognition, highlighting that the processes of using and producing language are deeply linked to human perception and conceptualization Furthermore, it demonstrates that cognitive linguistics offers a robust theoretical framework that serves as a solid foundation for language analysis.
Implications
To create impactful slogans for food and drink products, it is essential to recognize the lack of attention given to advertising campaigns, particularly in Vietnam Incorporating more figures of speech can enhance the originality and uniqueness of these slogans, setting them apart from competitors in the industry By focusing on creative language, Vietnamese food and drink brands can develop more effective marketing strategies that resonate with consumers.
This study provides valuable insights for researchers and educators in linguistics, particularly in English and Business English, by exploring metaphors in food and drink advertising slogans It highlights the importance of cultural awareness as a crucial factor in business interactions and encourages learners to develop communicative competence through a thorough understanding of the native cultures behind these slogans Teachers and textbook authors are urged to enhance students' discourse skills and strategies essential for navigating today's multicultural landscape By incorporating advertising slogans, especially in the food and drink sector, educators can effectively teach figurative language and rhetorical devices, enriching students' comprehension of language use in advertising.
Limitations of the study
The study acknowledges several limitations, notably the belief that linguistic and cultural awareness are essential for overcoming communication barriers between speakers of different native languages Despite analyzing food and drink advertising slogans from a non-native perspective, inherent differences in beliefs, values, and culture may leave some gaps unaddressed Additionally, the limited dataset of only 50 slogans restricts the ability to draw comprehensive conclusions that accurately reflect broader realities Consequently, this small sample size hinders the generalization of findings to all food and drink slogans in both English and Vietnamese.
Suggestions for further studies
Research has demonstrated the prevalent use of metaphors in food and drink advertising slogans, highlighting the specific sub-types utilized across various products and services While this paper addresses key aspects of the topic, it acknowledges existing gaps that future studies may explore Suggestions for further research are encouraged to enhance understanding in this area.
A larger population of data with the use of a wider variety of advertising media
The cultural respect, which can make a great effect on the images and the words employed in advertising slogans, can be investigated as one of the key points
Food and drink slogans can also be analyzed in light of other sub-branches of linguistics, namely pragmatics
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APPENDIXES Appendix 1: List of food and drink advertising slogans in English
1 1e The Coke Side of Life (Coca-Cola, 2006)
2 2e Live on the Coke Side of Life (Coca-Cola, 2009)
3 3e Life tastes good (Coca-Cola, 2001)
4 4e Progresso A taste of the good life! (Progresso soup brand, 2000)
5 5e Earth Grains Discover a healthier slice of Life! (Earth Grains bread,
8 8e Unwrap a smile (Little Debbie snack cakes, 2000)
10 10e Real taste, Uplifting refreshment (Coca-Cola, 2009)
12 12e Your cup of inspiration (Nescafe blend, Nescafe instant coffee brand,
13 13e Feed your inner child (McDonald‟s, 2005)
14 14e Make up your own mind (McDonald‟s, 2006)
15 15e Things that will make you go MMMMMM (McDonald‟s, 2002)
16 16e A million Miles from Humdrum (Chicago Town pizza, 2009)
17 17e Think outside the bun (Taco Bell, 2008)
18 18e Hand in hand with Australia (McDonald‟s, 2006)
19 19e That’s McDonald’s … with Yee-Hah (McDonald‟s, 2009)
20 20e Benecol Keep cholesterol at bay (Benecol yoghurt drink, 2009)
21 21e Frisco Release the flavor (Frisco, 2000)
22 22e Red Bull gives you wings! (Red Bull, 2000)
23 23e The King Of Beers (Budweiser, 2008)
24 24e In the land of Burgers, Whopper is king (Burger King, 2001)
25 25e Earl: Employee of the Month (Burger King, 2006)
Appendix 2: List of food and drink advertising slogans in Vietnamese
1 1v M ộ t ph ầ n tất yếu của cuộc sống (Lavie, 2000)
2 2v Trà xanh không độ - Gi ả i nhi ệ t cuộc sống (0 0 Green tea, 2006)
3 3v Cho mỗi ngày tràn đầ y sức sống (Plusssz, 2010)
4 4v Để sức sống tràn đầ y, Plusssz multi mỗi sớm (Plusssz Multivitamin,
5 5v Phong độ của ngày mai (NUVI milk, 2012)
6 6v Hãy để suối nguồn yêu thương tuôn ch ả y đến bé cưng sắp chào đời của bạn (Enfamama milk power, 2000)
7 7v G ắ n k ế t yêu thương (“Gau do” instant noodle, 2012)
8 8v Thêm nguồn tận hưởng (Number 1 soya milk, 2011)
9 9v Mang lại nguồn cảm hứng sáng tạo mới (Trung Nguyen Coffee,
10 10v Khơi nguồn sáng tạo (Trung Nguyen Coffee, 2011)
11 11v Ngon bùng n ổ mọi giác quan (Sagami instant noodle, 2014)
12 12v Cay ngon cho bùng cảm xúc (Chinsu chilli sauce, 2000)
13 13v Huda - Khơi dòng cảm xúc (Huda beer, 2014)
14 14v Cu ộ n trào sảng khoái – B ậ t tung năng lượng (Number 1 Lemon,
15 15v Bùng n ổ vị chanh, n ạ p nhanh năng lượng (Number 1 Lemon, 2015)
16 16v Xoá tan căng thẳng (Chipchip Instant noodle, 2013)
17 17v Đột phá hương vị - Lăn tăn sảng khoái (Ikun green tea, 2014)
18 18v Khuyến học đèn đom đóm - Th ắ p sáng ước mơ (Dutch Lady milk,
19 19v Ch ắ p cánh ước mơ, bé thêm cao lớn (Smiling cow, 2010)
20 20v Bia Sài Gòn Special - Ch ấ t men của thành công (Sai Gon Special beer, 2013)
21 21v Chinh ph ụ c nguồn năng lượng vô tận (Anlene Gold milk, 2001)
22 22v Cùng Hảo Hảo vươn tớ i đỉnh cao (Hao Hao instant noodle, Vina
23 23v Sữa ADM Gold mới – Giúp bé mắt sáng, dáng cao, trau dồi trí nhớ
(New ADM Gold milk, Vinamilk, 2013)
24 24v Dialac Optimum – Nâng đỡ tiêu hoá, vui khoẻ lớn mau (Dialac
25 25v Sữa Vinamilk Probi – Hi ể u điều bụng muốn (Vinamilk Probi, 2014)
Appendix 3: Target domain, source domain and metaphor concepts of new metaphors in English and Vietnamese slogans
New metaphor in English (Slogans and Metaphor concept)
No Code Slogan Target Source Concept
1 4e Progresso A taste of the good life!
“The product to sell is the taste” (Combining)
Day Food “Day are food”
“Object involved in an action for action”
3 8e Unwrap a smile (Little Debbie snack cakes, 2000)
Smile Entity “Feeling is an entity”
Happiness Entity “Feeling is an entity”
The taste of Coca-Cola
“Feeling/Desire is an entity” entity”
7 20e Benecol Keep cholesterol at bay (Benecol yoghurt drink,
“The product is a person/living entity”
“The product is a person/living entity”
8 22e Red Bull gives you wings!
Red Bull Person “The product is a person/living entity”
New metaphor in Vietnamese (Slogans and Metaphor concept)
1 2v Trà xanh không độ - Gi ả i nhi ệ t cuộc sống (0 0 green tea,
“Life is an entity/substance”
“The product is a living entity” (Combining)
2 13v Huda - Khơi dòng cảm xúc
Feeling Substance “Feeling is a substance”